Concept. Execution. Evolution

Manuel is the head of Graphics here at Spreadshirt and a core member of the OLP Team. In this feature he gives his thoughts about the contest so far, and what he’d like to see more of in OLP entries and gives examples by modifying some existing entries to the contest. Its a long feature, but I encourage you all to read it, its full of great insights:

For the past five weeks you’ve taken our briefing, a cup of strong coffee (well i know i should write “some coffee’s”) and a nightturn to fight with your imagination to come up with the best idea – for our new logo. Every day I’m surprised the new and exceptional (here is space to think about the good and bad thing ;-) ) ideas or drafts you come up with.

But sometimes I’m concerned that the main focus of your entries is mixed up. To most of the submissions i would say “great visualisation … but what is the concept, where is the logo?”.

What do i expect? Just think about three simple things: Concept. Execution. Evolution.

Obviously everything is based on step 1 – the concept. Right now we have a simple manageable amount of good to great concepts (and any other submission can be referred/credited back to one of them). But do they really fit to our company? And related to step 2, the execution: “How can you make the concept fitting or convincing”?

Lets try to put us in the customers position. Basically Spreadshirt is a e-commerce company driving a platform where people can have fun and show their creativity, but also make money and spend money. From this point of view answer yourself this question: Would i buy from this website? Will the product be good quality? Is their service reliable? Will they pay my commission on time? So the biggest misgiving I have is “Does the logo represent credibility and reliability (esp. in time of never endless web2.0-style-logos) to the customer?” – as well as the all important stakeholder - the first time visitor.

Finally i don’t have to mention that the same good concept can reach, or miss these goals by modifying its execution. But the most important thing you should know is that everything based on the basic idea – the concept – behind the logo and the following step two “execution”. Afterwards we should be able to move in (or adjust to) any kind of direction, in step three “evolution”, which is necessary, starting from a very simplistic, standard execution to a very playful look and feel.

… arrghhh – this really sounds like a “how to create a logo” guide, but it isn’t! I just want you to make a distinction between concept, execution and evolution (now you should definitely go on and have fun with this challenge ;-) ).

But i will try to explain my thoughts using example of “the trademark concept”:

The concept is “just” having an own “copyright” or “trademark”-icon. Its a strong conceptional idea also used by

ARD-Group (a telestation in germany ) which allows a company to collect a number of products under one roof and also highlight them with a very strong symbol. Its very flexible and as well as objectively and playful.

We’ve already seen similar executions in submissions here:

Copyright Style by Pascalphilly

The Icon by Bulgrin

… and some submissions could be modified/extended easily to this concept (I’ve made some unauthorized modifications of existing submissions, sorry guys ;)

Original:

Simplicity Spreadshirt by Lemerou

Extension:

Original:

Spreadshirt Color Logo by Namelok

Modification:

I hope it helps and I look forward to seeing all your concepts, executions and evolutions in action in the coming weeks!